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Cancer awareness

Published/Aired: 
January 2007
 Cancer awareness

Description

Caption

Every year 1 out of 500 people will suffer from cancer. 1 out of every 500 Caretas magazine includes this warning. It can happen to anyone. Get a checkup.

Advertising Agency: Pragma DDB, Lima, Peru
General Creative Director: Ricardo Chadwick
Associate Creative Directors: Álvaro Naddeo, Emilio Díaz
Art director: Álvaro Naddeo
Copywriters: Oscar Tamayo, Jaime Chehade, Álvaro Naddeo
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Amigo's picture

great!

Amigo
Activity Score 43
Art Director |

aMiGo

Naddeo's picture

Caretas magazine is a weekly magazine and the ad is supposed to be in more than one edition, so in 2 months or 10 issues the ad will reach at least 10 in 500 that is 1 in 50. Obviously the message won't reach every reader but maybe they will comment the ad to more people.

Naddeo
Activity Score 71
Art Director
squirrely's picture

good idea, but from a practical standpoint it really limits your audience. You basically chopped your audience from 500 to 1.

squirrely
Activity Score 316
Graphic Designer
addyhoch10's picture

agree... would like to know what the client said when this idea was presented to him.
but i think people would probably not just throw it away, maybe they'd talk about it or even show it to some friends.
it would freak me out to be one of the "chosen" though!

addyhoch10
Activity Score 2592
Art Director
gunterjunior's picture

I understand it completely diferent . . . .
The ad text is:
Every year 1 out of 500 people will suffer from cancer. 1 out of every 500 Caretas magazine includes this warning.
But they put it in all magazines . . .

gunterjunior
Activity Score 2
Art Director
thinkFRESHdesign's picture

Haha - if they were smart (let's assume they are) then that's EXACTLY what the client did!

thinkFRESHdesign
Activity Score 242
Other |

original doodles + creative sweat = thinkingfresh.ca

Joe76's picture

That´s what I think too.

Joe76
Activity Score 762
Art Director
Sandis Grantins's picture

Could it be, that there are in general 500 (or more than 500) issues of this Caretas magazine, so the first time they put this ad in it, they can say, that 1 out of every 500 Caretas magazine includes this ad? Anyways, I like this ad and I think - if it gets noticed, it works.

Sandis Grantins
Activity Score 26
Creative Director at Expose Creative
bknowlden's picture

you can't explain your ad to the people that are reading it... It's just another advert to the people who see it unless they somehow make the relationship that they were one in five hundred.
--
brandon

www.the12poundpackage.com

bknowlden
Activity Score 3647
Art Director |

--
brandon

www.brandonknowlden.com

jennywhx's picture

yes, i agree to brandon. there're too much "you are the 10000 visitor" and " you're the chosen one" trick all around the world, so i guess, people start to numb over this.
At the first moment i saw, i thought that come together with a form for like..maybe..the checkup registration of biggest hospital in that town? and it perhaps urge more to go for a checkup.

jennywhx
Activity Score 1142
Other |

http://jennywhx.blogspot.com jwhx:Visionary

thinkFRESHdesign's picture

500 out of 500 probably saw this ad! This campaign was probably (can't say definitley) executed so that ALL 500 magazines had this pull-out and built a relationship with the reader by "making them feel that they were the 1 out of 500 seeing the ad. If they did this...GREAT JOB! If they didn't...what a waste.

thinkFRESHdesign
Activity Score 242
Other |

original doodles + creative sweat = thinkingfresh.ca

drunkard's picture

GREAT WORK!.... BANG ON!

drunkard
Activity Score 113
Copywriter
atulspande's picture

uuuuuuuuuum i am not sure wether it will work or else

but definitely not in India i would say! am i being contoversial !!!!!

i dont't mind

atulspande
Activity Score 180
Art Director
Mo's picture

To me, it's a bit forced if they have really put the ad only in 1/500. And if they have put it inside all the mags, they cheated. Not working for me.

Mo
Activity Score 648
Art Director
thinkFRESHdesign's picture

Hahaha - for sure they did NOT only put it into 1 out of every 500 magazines, sheesh! Why is this so hard for people to grasp? If they put it into every 500 out of 500 magazines (and than some), each person who read it probably thought "Oh - I am that 1 out of 500 hundred people who got this piece of paper and therefore I could be/could have been the one out of every 500 that also has cancer". Does anyone REALLY think they would ONLY put this leaflet into just 1 out of every 500? Haha.

thinkFRESHdesign
Activity Score 242
Other |

original doodles + creative sweat = thinkingfresh.ca

braindrain's picture

I checked with a media person. If you wanted to put a tip in sheet into 1 out of 500 magazines, you definitely could. Which means they would only pay for the pubs they're in, definitely not a waste.

The randomness of cancer is one of the most frightening aspects of the disease. I know if I got this ad, I would take notice. And really, isn't that the point of what we do?

braindrain
Activity Score 240
Copywriter
Corona Raymaker's picture

Call me naive, but I really believe, that they just put it into every 500st issue and I also believe, that it absolutely works BECAUSE the idea is great. I am sure, that people who find one of those papers in their issue of the mag, will talk about this ad with friends.
If I was the client, I would have totally accepted this ad because the idea of it perfectly fits the subject.

Vive la Ad-ucation!

Corona Raymaker
Activity Score 549
Copywriter |

Vive La Aducation!

FrankMarti's picture

HI PEOPLE IM SENT THIS AD LIKE COLABORATION, IS IMPORTANT THAT KNOWS : ALVARO NADDEO ( HE IS IN THE CREDITS) SAYS: "Caretas magazine is a weekly magazine and the ad is supposed to be in more than one edition, so in 2 months or 10 issues the ad will reach at least 10 in 500 that is 1 in 50. Obviously the message won't reach every reader but maybe they will comment the ad to more people."

1 in 50 --- works.

Congratulations Álvaro.

FrankMarti
Activity Score 4
Art Director
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